If you can get inside your customers head then your business can make sales left right and centre. But, it is impossible to know exactly what your customers are thinking…
However, there is some good news! You can tab into their subconscious…in order to elicit a favourable emotional response to the products or services that we are selling?
This becomes even more complex if we stop to take note that people think and express themselves in different ways.
Neuro marketing is trying to influence customer behaviour through connecting with someone of a subconscious level. This includes triggers a persons emotions without them even realising it. It is the most subtle but the most powerful form of marketing.
In this article, we will go through Neuro Marketing and explain how to positively influence other people; showing that people react more strongly to language that invokes their visual, auditory, and kinesthetic senses.
1. What Is Neuro Marketing?
It is true that colours, images, and association, greatly influence our choices and purchasing behaviours.
Neuro Marketing involves revealing the underlying psychological aspects that can potentially influence people’s purchasing behaviours.
This is answering questions like:
• What emotion does my brand elicit?
• How do I get my brand to evoke favourable emotions?
2. Why Is Neuro Marketing Important?
As marketers, we influence people’s opinions. This enables us to build and maintain a strong brand image.
We do this through reaching out to customers, through such routes as advertising, and encouraging potential and existing customers to visit the website, read the latest news about the product, and even visit the store.
In this way, we appeal to people’s senses including evoking a gut reaction or appealing to people’s desire for belonging.
However, when we do this, we elicit changes in people’s perceptions and thereby how they think about our product. By having the ability to change the way people think, as marketers, we thereby have the power to influence people’s purchasing behaviour.
Marketing can convert a brand to one that is the leading brand in the industry.
3. Customer Behaviour
Just as you do when you are with your friends and families; brands you trust are what they are because of their emotional connection with you and with other people.
By further evolving this emotional connection, marketers would be in a better position to sell you their products and consumers will be more willing to pay for them.
More so, businesses are in a position to exert and influence over the way people act, and do so in all kinds of ways.
The most obvious is making you visit your store and want to purchase what is on offer.
Less obvious ways are watching videos, opening emails, listening on the radio, watching relevant information on the TV, and attending events.
Being able to control the way the way people act makes your business massively influential against competitors.
We control the way people act by controlling the way they feel. However, marketers must also keep in mind that all people approach the world through their own subjective frameworks; and that understanding those frameworks will lead to greater success.
The secret of neuro marketing lies within the subconscious of people’s minds. As this influences the way we all feel. The subconscious is what controls our emotions.
‘Brand personality and product characteristics change patterns in the brain chemistry and influence our behaviour on a subconscious level’ (Soloman et al, 2014).
By observing and understanding people, by being attuned to their subjectivities, and by showing them sensitivity; we can further enhance the changes taking place.
4. Tap Into The Subconscious
We tap into our subconscious through our conscious minds. In fact, this is just the tip of the iceberg because people make purchasing decisions every day, sometimes without realising it.
We all own mobile phones, did you purchase the Samsung or Apple? When you go and purchase the meal deal from Tesco, do you choose Coke or Pepsi?
These types of decisions that people make are heavily influenced by strategies that are employed by marketers.
5. Passive Frame Theory
For the most part, it is our subconscious that unwillingly makes its decisions for us and the consumer has less control over conscious decision-making.
This is explained in Martin Lindstrom’s book called Buyology (Lindstorm, 2008).
We know this as Passive Frame Theory.
At its most simplistic when a person smells something, the body motor control steps in to perform the action of sniffing which is done unconsciously, even unwillingly, whilst the smell in the air is what is recognised.
This works the same for marketing (in terms of brand personality and product characteristics).
When a person sees a colour they like or a branding visual that stimulates a positive emotion, it almost distracts a person from any barriers of purchasing that item.
This concept can, in turn, explain the results to the blind taste challenge. In an experiment, even though people said Coco Cola was the better cola drink in comparison to Pepsi; Pepsi was the most preferred cola drink in the majority of the taste tests.
6. The Power Of The Subconscious
In addition, Forbes’ study points out that 95% of consumers’ decisions are made in a split second in their subconscious.
It is interesting to point out, that the human subconscious processes 40 million bits of information per second; whilst the conscious can only process 60 bits per second.
Due to the conscious only able to process 60 bits per second, it will only access what it regards as important enough information to make the buying decision.
7. Brand Association
Marketers are able to leverage a brand for a psychological response.
This is done by breaking a brand down into parts that resonates with different parts of what the customer brings to mind on seeing or visualising the product.
This includes brand image, brand personality and brand identity and all play different roles in the purchasing decision-making.
On a subconscious level when we enter a store and we have a selection of choices to choose from, the biggest influencing factor that influences our mind to purchase is the brand image of that item.
This includes what the brand looks like. However, before, we make any purchasing decision we subconsciously evaluate which of the available options seem rational based on functionality.
These both rational and emotional differences adhere to our beliefs.
A certain style that belongs to a certain group of people, the subconsciously fits our belief system.
So, the best Marketers will take advantage of the collective differences and align a product with the consumer beliefs that have the biggest pool of consumers (as this equals higher revenue).
As observed, a brand is associated with both emotional factors and rational ones. However, the emotional have the greatest impact.
It is also, important to note that if a product has a brilliant brand but a bad experience with the product then the brand will be associated with that bad experience.
In turn, the brand will work against itself. In addition, in terms of Apple, the brand is good and so are the phones even though the specification is less than Samsung.
These are defined as emotional and rational which accrue in the conscious and subconscious on the brain.
The rational thinking is based on factual insights that clarify a purchase.
This would mainly influence a prospect to make a purchase once they know the product or service will fulfil its purpose.
The emotional thinking happens more on a subconscious level. This includes how you feel towards a product as opposed to how well it functions.
The main purpose for marketers is to be influential in the marketplace and aim to be the leader that particular niche for the products and services they sell.
Subconscious affects our daily purchasing behaviour, which is why it is the most powerful form of marketing if done correctly. Brand association is communicating these benefits to your customers on a emotional level.